Digital signage is everywhere. Brightly lit screens welcome us at restaurants, bus stops, airports, museums, and retail stores. Many of us unconsciously gaze at these LCDs and LED screens all the time.
Together, these electronic screens make up the ecosystem of digital signage. Digital content — like images, videos, audio, animations, information, and maps — is displayed on these screens.
In recent years, digital signage has been gaining popularity due to its ability to advertise and display information on a large scale. According to Research and Markets, the digital signage market is poised to grow by $4.61 billion during 2021-2025. Therefore, businesses are gearing to use the network of digital displays to reach out to their target audience.
Why use Digital Signage?
Due to improved innovation, digital signage is more than just a bunch of screens with static signs and posters. Customers are now able to interact with the content on the electronic screens. They can do product research, locate inventory and tourist spots, find directions, and even try on goods like clothes with virtual try-on.
With digital signage, you can quickly alter the content on display at any time. The screens are cloud-based and centrally managed. Hence, brands can advertise new products or add touch-ups in a split second on every screen. Also, preprogrammed signage software promptly changes the content automatically without human intervention.
According to Intel’s three-month study, digital signs captured over 400% more views than static signs. Crafting and delivering relevant messages will draw the customer’s attention and enable them to engage. Depending on the person passing by, these screens can also display tailor-made content using advanced sensing technology.
Decreases Perceived Wait Time
Unoccupied time feels longer than occupied time, according to Professor David Maister. Businesses often adopt digital signage to distract the customers with captivating visual content playing near the waiting lines. This increases the recall rate of product ads while decreasing the customer’s perceived waiting time.
Competitive Edge with Digital Signage
In the currently saturated market, businesses need to think outside the box to promote goods and services. Including digital signage in their marketing strategies will help them emanate a sophisticated look. It builds customer loyalty through its endless efforts to use the latest technology to entice them.
OLED Space x VSLB looking at the future of digital signage
Ways to use Digital Signage
Digital Out-of-Home Advertising
Simply put, DOOH advertising is promoting products in public places like shopping malls, roadsides, and transportation hubs. The digital content played is hard to avoid, has high visibility, and targets a large pool of customers. Redmi K40 featured a 3D ad with spokesperson Wang Yibo promoting its newest phone, which captured a lot of consumers’ attention and created a huge jump is sales.
Digital signage puts information and news forwards in an appealing way. The 3,685-square-foot ABC Supersign in Times Square broadcasts news, NASDAQ announcements, live sports, and movie promotions.
Digital signage is used creatively to present rich visual works in museums and art exhibitions. One such instance is the Immersive Digital Gallery 1 at the National Museum of Korea. It uses a massive panoramic digital screen to exhibit its most valued paintings in the form of 3D videos.
As modern architecture is becoming more complex, finding directions to places is becoming tiring and mind-boggling. Visual informative cues like maps, symbols, and directions are displayed on wayfinding kiosks. These digital signs guide people around physical places- helping them to understand and navigate better.
How are Industries Utilizing this Digital Asset?
- Hotels and Restaurants: Digital menu boards, screens to display events and offers, and virtual concierge.
- Healthcare: Waiting room updates, news, and way-finding for patients.
- Museums: Large video walls, digital canvas, and touch screens for story-telling.
- Corporations: Real-time announcements, company sales, and marketing figures.
- Transportation: Flight and bus schedules, security information, and weather conditions.
The Next Step
Digital signage has derived from the fusion of display technologies and digital content. It is no more a passive mode of promoting products or spreading general messages. It has evolved into an interactive and informative customer touchpoint. With Big Data and Artificial Intelligence on the rise, this digital asset has yet to see its golden days.